According to one China online survey company, during the February 2020 epidemic, the scale of female users in China remained modest at about 540 million, while the monthly use time per capita increased by 42.7% year-on-year. This greatly increases the average spending time of users across the network. At the same period, the number of apps opened by female users has increased from 22 to nearly 25.

From the perspective of field penetration, the penetration rate of short video and comprehensive information users increased by more than 9%. Judging from the growth rate of monthly per capita usage duration in subdivided industries, due to epidemic factors, online office and online education surged by 374% and 161% respectively.

In February 2020, the top 10 active penetration rates of female users are WeChat, Taobao, QQ, iQiyi, Tencent Video, Alipay, Douyin, Baidu, Pinduoduo, and Weibo. Among them, e-commerce APP occupies two seats. In the field of e-commerce, the number of female users has grown to 446 million, an increase of 8.0% year-on-year, and the monthly use time per capita is 416 minutes, an increase of 10.3% year-on-year.

At the same time, the purchase path of female users has also formed three typical paths from the previous independent e-commerce app. These are content platforms such as Douyin and Xiaohongshu, social platforms such as WeChat and Weibo, and e-commerce live broadcast, The grass-roots gameplay such as spelling groups can clearly see this path difference from the user source: the users of Taobao from WeChat and Douyin are 18.8% and 6.6% respectively, and the users from WeChat and QQ are 10.5% and 7.1 respectively %. The grass game is closely related to KOL. For example, Li Jiaqi’s female fans account for up to 80%, and users with online spending power of more than 1,000 yuan account for more than 29.4%.

Of course, live broadcast is the most popular model among female compatriots, and its conversion rate and payment rate are much higher than ordinary users. On mobile Taobao, the payment rate of female users watching live broadcasts is as high as 68.8%, compared with the average payment rate of all mobile Taobao users of 56.8%.